A discussion about the changing face of customer engagement.
Engine Digital recently held the first of its Formation/ quarterly design and technology event series focused on what matters in the business of digital. Hosted at the agency's headquarters in Vancouver, attendees were part of an open discussion around retail and e-commerce and the changing face of customer engagement.
The event featured a panel of local leaders in retail and e-commerce including:
- Brendan Toupin, Director of eCommerce for Best Buy Canada
- Joe Granato, Chief Supply Chain Officer at Mountain Equipment Co-op (MEC)
- Terra Cochrane, Head of Digital Operations at Lush Cosmetics
- Braden Hoeppner, SVP Marketing at Herschel Supply Company
- George Weetman, VP Brand & Digital Commerce for Arc'teryx
Ryan Opina, our VP Strategy, opened the event with a discussion around what is customer happiness, and how does one define happiness in a way that has a business impact across an organization.
Ryan offered three considerations for customer happiness:
In closing, Opina pointed out that generating customer happiness should not be an objective of any single team or department — it's about all disciplines working together. As a result, the panel discussion featured guests from a variety of business functions to reflect the many facets of customer experience (CX).
Moderated by Dean Elissat, VP Growth at Engine Digital, the discussion weaved through how to define customer experience, how brands rate the success of CX initiatives, what it means to deliver elevated customer experiences, finding inspiration within organizations, and overcoming barriers that can keep organizations from becoming experience-driven companies.
Excerpts from the evening's conservation follow:
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